Data Analysis and Results Discussion
5.3 Section 3 – Supplier-Customer Relationship:
Table (5.11): The Nature of the Company’s Relationship with Its customers Frequency Percent
Cooperative relationship 9 60.0
Exchange relationship 1 6.7
Direct selling/purchasing relationship 5 33.3
Total 15 100.0
Table (5.11) represents the respondents’ view about the nature of their company’s relationship with its customers, and the majority of them with a percentage of (60%) view that their company’s relationship its customer is cooperative, (33.3%) view it a direction selling/purchasing relationship, and only (6.7%) view it an exchanging relationship, as shown in the below figure.
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Figure (5.11): The Nature of the Company’s Relationship with Its customers Table (5.12): Focus of the Company's Operational Strategy
Frequency Percent
Cost reduction 1 6.7
All of the mentioned above 14 93.3
Total 15 100.0
Table (5.12) represents the respondents’ view about the focus of their company’s operational strategy, and it indicates that the majority of them with a percentage of (93.3%) view that their company’s operational strategy focus on all aspects of the operational strategy [cost reduction, high quality of product and services, product/services delivery dependability], and only (6.7%) view that it is mainly devoted to cost reduction, as shown in the below figure.
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Figure (5.12): Focus of the Company’s Operational Strategy
Table (5.13): The Degree of Customers’ Dependency on the Company's Products Frequency Percent
High dependency 12 80.0
Medium dependency 3 20.0
Total 15 100.0
Table (5.13) represents the respondents’ view about the degree of the customers’ dependency on the company’s product, and it indicates that the majority with a percentage of (80%) view that the company’s customers are highly dependent on its products, and some of them view the customers’ dependency on the company’s products is medium, as the below figure shows.
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Figure (5.13): Degree of Customers’ Dependency on the Company’s Product
Table (5.14): The Degree of Customers’ Dependency on the Company's Services Frequency Percent
High dependency 12 80.0
Medium dependency 3 20.0
Total 15 100.0
Table (5.14) represents the respondents’ view about the degree of the customers’ dependency on the company’s services, and it indicates that the majority with a percentage of (80%) view that the company’s customers are highly dependent on its services, and some of them view the customers’ dependency on the company’s services is medium, as the below figure shows.
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Figure (5.14): Degree of Customers’ Dependency on the Company’s Services Table (5.15): Duration of the Relationship with the Majority of the company's
Current Customers
Frequency Percent
Long duration 14 93.3
Medium duration 1 6.7
Total 15 100.0
Table (5.15) represents the respondents’ view about the duration of the relationship of their company with its current customers, and it indicates that the majority of them with a percentage of (93.3%) view that the company’s relationship with its current customers it took long duration, and only (6.7%) view that it took a medium duration, as shown in the below figure.
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Figure (5.15): Duration of the Company’s Relationship with Its Current Customers
Table (5.16): The Market Share of the Company compared to other Companies in the Industry
Frequency Percent
Above 80% of the market 1 6.7
60-79 of the market 9 60.0
40-59% of the market 5 33.3
Total 15 100.0
Table (5.16) represents the respondents’ view about their company’s market share, and it reveals that the majority of them with a percentage of (60%) view that their company’s market share is in the range (60-79%) of the market, some of them with a percentage of (33.3%) view that it is ranging (40-59%) of the market, and those who view it is above 80% of the market their percentage amounts to (6.7%) only, as shown in the below figure.
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5.4 Findings:
According to the respondents in the sample of the study, it is found that:
- Manufacturer-Supplier Relationship:
(a) The company’s relations with the manufacturers of its products and services are
featured by traditional interaction (direct selling).
(b) The purpose of the company to engage in these relations with its products and
services manufacturers is to: improve quality, delivery on time and reducing costs.
(c) The company follows many sourcing strategies with products manufacturers,
but in mainly focuses on multiple and dual sourcing strategies.
(d) Most of the time, the company is occasionally made involved in the process of
products design by the manufacturers of it the products it sells.
(e) In most cases, the company’s relation with its products manufacturers is
characterized by a win-win relationship. - Supplier-Customer Relationship:
(a) The nature of the company’s relations with its customers is found to be a
cooperative relationship.
(b) The focus of the company’s operational strategy is found to be on reducing
costs, providing high quality products and services and mutual delivery dependability.
(c) The customers of the company are found to be highly dependent on its products
and services.
(d) The length of the company’s relation with its current customers is found to be
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(e) The market share of the company is found to be ranged between 60% and 79%
of the total market of the products and services it sells which is regarded to be a very high markets share.
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Conclusion Results
From the discussion of the data analysis Results and the findings of the study:
1. It can be said that the manufacturer-supplier relation has an effect on the customer satisfaction.
2. As well, the supplier-customer relation also influences the customer satisfaction. 3. In addition to that, both manufacturer-supplier relationships and supplier-
customer relationships influence the organizational performance in general. 4. Where the total number of customers in the year 2007 is 253 customers before
application of the system and after the application of the system in 2014 the number of customers has reached to 547 client, which demonstrates that there is a big response in the new system for the company.
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Recommendations:
1. This research is very important for studies if it is apply to wide range of people. 2. Change culture of people influence in data collection very easy and provide
realistic data.
3. The objectives of manufacturer-supplier must be include customer satisfaction for continue improvement.
4. There should be enough time for planning; ongoing monitoring; assessment and feedback, so that will not diminish the value for money and the impact of this company.
5. If managers use confidence dimensions, internal and external training and ongoing, follow-up with the client and commitment as a basis for discrimination or supply their own customer base and they can develop more effective strategies for the relationship.
6. The company can take care of the training and development of the employee to be a comprehensive employee in order to reduce customer waiting time and reduce the total cost of the company.
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